We created Enfakid A+ Spiners - turning boxes of milk into books.

Actual boxes of Enfakid A+ disguised as books by attaching book spines to the sides of the boxes. With book titles all about children’s brain development (8 titles in all). They were strategically placed in Parenting sections of top bookstores. Parents who were intrigued by any of the book titles, took the books out and were surprised to find that they were actually Enfakid A+ sampling boxes they could take home for free.

We also placed them on bookshelves online. With the virtual version of the books featured as recommended parenting titles on the websites of top bookstore chains.Once the feature is clicked, it reveals that the title is really an Enfakid A+ sample that we can deliver to the user’s address for free.

It got consumers talking about Enfakid A+ from bookstores, to bookstore websites, to blogs, forums and social media networks. And most importantly, back in supermarkets where over 75,000 boxes were sold during the campaign period.

Yes, we got more attention in more places than if we’d stayed in just supermarkets. All thanks to 1 novel idea. Literally.